HOW REROUTING “PRO” USERS INCREASED SUBSCRIPTIONS BY 18%

Summary from the TLDR Marketing newsletter

Mobbin, a mobile and web design reference library, found that adding elements like feature tables and FAQs on the pricing page dramatically increased engagement and conversion rates for free plans, but in some scenarios reduced paid plan sales. Its team believed that this extra content was a distraction for the segment of users who had already decided to buy. Mobbin ran a test that routed higher-intent users (those who clicked on a ‘Get Pro' link) to a slimmed down version of the plan pricing, without the free option. This resulted in an 18% increase in transactions.